New supermarket data from Ocado Retail has revealed a major increase in sales of no and low alcohol products over the past 12 months, suggesting that uptake of mindful drinking is no longer contained to Dry January.
Sales data from Ocado Retail, the world’s largest dedicated online supermarket, shows that customers have been consistently searching for alcohol free prosecco, no/low ready to drinks, and no/low beer over the past 12 months as consumers adapt their drinking habits.
Research among more than 2,000 consumers conducted by Savanta alongside Ocado Retail suggests that Dry January as an event is more popular with younger consumers, while older customers are reducing their alcohol consumption for more holistic healthcare reasons. Nearly half (45%) of 18-34 year olds have taken part in Dry January at some point, compared to just 31% of 35-54 year olds and 10% of those aged over 55.
However, half (50%) of 35-54 year olds say they have reduced their alcohol consumption over the past few years and a third (32%) have given up drinking alcohol entirely. For those aged 55 and over, 41% have reduced their alcohol intake and a quarter (24%) no longer drink at all.
A desire to lead healthier, more balanced lifestyles and the improved range of no and low products have been key to middle-aged and older consumers pursuing more mindful drinking habits year-round. 41% of those aged 35 and over said improving their overall physical health was their main priority, while more than a quarter (27%) have opted for it to aid weight loss.
Products that have seen particularly large year-on-year increases include Thatchers Zero Alcohol Free Cider (+90%), Tanqueray Alcohol Free 0.0% Spirit (+32%) and Adnams Ghost Ship 0.5% (+22%), suggesting that the increased range of no and low beverages on offer is helping to convert customers into trying non-alcoholic versions of their favourite drinks*. Ocado’s range of no and low products has increased by 25% in the past 6 months.
Despite this shift towards a more consistent period of mindful consumption, Dry January remains a key sales period for no and low products. At Ocado, sales of no and low beer (+46%), spirits (+13%), and ready-to-drink cocktails (+31%) are all significantly up this January compared to the same period last year**.
Shauna Clark Fitzpatrick, no & low buyer at Ocado Retail, said: “Consumers of all ages are becoming more mindful of their drinking habits, some prompted by Dry January and others by longer term lifestyle considerations throughout the year. Both our alcoholic and no and low ranges continue to grow significantly, launching 9 new products this month, making it easier than ever for our customers to find a beverage that suits their need whilst bringing innovative and exciting flavours.”
New additions to Ocado Retail’s no and low range this month include:
- Mother Root Ginger Non-Alcoholic Aperitif – A fiery and fresh yet elegant option perfect for sophisticated sipping, with sales up 81% week on week this month***.
- Three Spirit Nightcap Functional Non-Alcoholic Spirit Alternative – A nootropic-infused spirit designed to create a sense of relaxation akin to alcohol.
- Wednesday’s Domaine Cuvée – A refined non-alcoholic range from Spain, blended with a handful of natural ingredients.
The expansion complements Ocado Retail’s existing selection of stand out brands such as female-founded Caleño and Nirvana Brewery, a part of the retailer’s recent ‘Buy Women Built’ launch, a dedicated aisle aimed at supporting female entrepreneurs.
